links finalpresentation 4 1
Post on 01-Nov-2014
108 Views
Preview:
DESCRIPTION
TRANSCRIPT
Firm 4: Thirty Five Firm 4: Thirty Five Question MarksQuestion Marks
Approach to Approach to Managing LINKSManaging LINKS
• Weekly Meetings
o All team members present
o Reviewed prior weeks’ material before meeting
o Reach consensus before making decisions
Team StrategyTeam StrategyProduct Differentiation
• Primary Focus: o Region Threeo Channel Two
• Expand After Successful
• Postponement o Avoid Duties and Tariffs
• Reliance on Research Studies
Product DesignProduct Design
Distribution/Transportation/Distribution/Transportation/
Manufacturing/ProcurementManufacturing/Procurement
Research ReportsResearch Reports
Marketing Mix (4P’s)Marketing Mix (4P’s)
Marketing Mix (4P’s) Marketing Mix (4P’s) AnalysisAnalysis
PRICE MARKETING PRODUCT CHANNEL
LEVEL OF FIRM
INTENSITYHIGH MODERATE HIGH LOW
COMPETITOR PREDICTABIL
ITYHIGH LOW MODERATE HIGH
CONSUMER PREDICTABIL
ITYHIGH LOW LOW MODERATE
Marketing Mix
Predictor
Forecasting approachForecasting approach Estimate demand based on trailing average
Adjust average demand based on:
o Industry demand and trend from research #12• Demand per product/ region/ channel
• Trend
• Unfilled demand
o Market share • Current and target market share
o Marketing strategy• Prices and marketing spending
• Competitors pricing strategy
• Product and service quality
Competitor observationsCompetitor observations
Factors to consider:
•Market share & coverage
•Price & Margin
•Product and service quality
•Stock market performance
Competitor Competitor observationsobservations
• Firm 1, 3 and 4 are more aggressive in gaining market share
• Several firms withdrew or reduced sales for region 2 due to
lower margin/ sales
• Firm 2 focused on Hyperware only
• In the last 4 months, firm 2, 5, 6 withdrew or reduced sales in
region 3, resulting in higher sales and margin for the remaining
firms
ResultsResults
What we did well & What we What we did well & What we
didn’t:didn’t:Strengths Weaknesses
• Product Quality – Region 3
• Margins – Region 3o Qualityo Postponemento Single sourcing
• Product Availability/Fill Rate
• Demand Forecasting• Failure Rate• Region 2
If we did it all again…If we did it all again…• Product Concept tests and Price Sensitivity tests
earliero Costly reconfigurationso Metaware demand drop after reconfiguration
• Reduce costs in marketing, recycling, service• Work on improving forecast accuracy
o 55,000 leftover Epsilon
• Re-evaluate transportation methods
Thank you!Thank you!
top related